Underlag till marknadsplan för Fico Store

by Malmgren Rajala, Emil; Lövgren, Peter

Abstract (Summary)
Aim: The purpose of this study is to develop basic data to a marketing plan for the clothing store Fico Store which is supposed to be a base for their work to increase the level of consumption among their existing customers, both regular and durable.Method: We choose to use both a qualitative method by doing an interview and a quantitative method by doing a questionnaire. We have presented them together in the empirical part in the form of text and diagrams after they had been coded and processed. Analyzes has been done continuously in the empirical part and in the strategic part where the empiricism and the theory is set against each other.Result & Conclusions: A clear positioning and the work with customer relationships are of high importance for a small independent store. Our study also shows that it’s hard to concentrate on a certain group of customers because the same clothes can be liked by people in different ages. The selection of the assortment highly influences how the stores positioning is cognized. Different view of service between different groups of customers, the regular think it’s more important than the durable.Suggestions for future research: A comparing study regarding customers and their behavior between different competitors in the business. Another interesting study would be, according to us, to see how the big chains of shops react against small independent stores.Contribution of the thesis: This study has in particular conduced to knowledge of Ficos existing customers and also the customers’ appreciations and needs. We think this study is a good base for Ficos work with a future marketing plan.
Bibliographical Information:


School:Högskolan i Gävle

School Location:Sweden

Source Type:Master's Thesis

Keywords:questionnaire customer analyzes durable customers regular relationships service assortment positioning


Date of Publication:04/22/2008

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